Skip to main content

Join us at Laurier

Becoming a Golden Hawk means more than just cheering on our (really good) varsity teams – it means being a student who cares about your community, who works hard in the classroom, and who takes advantage of all the learning opportunities that can happen outside the classroom, too.

Print | PDF

This online version is for convenience; the official version of this policy is housed in the University Secretariat. In case of discrepancy between the online version and the official version held by the Secretariat, the official version shall prevail.

Approving Authority: President

Original Approval Date: October 28, 1992

Date of Most Recent Review/Revision: May 2, 2012

Office of Accountability: AVP: Communications, Public Affairs and Marketing (CPAM)

Administrative Responsibility: Office of CPAM


1.00 Wilfrid Laurier University has officially-registered trademarks, pursuant to the Trade-marks Act of Canada, including names, marks and insignia related to the university such as Golden Hawks, WLU Hawks, academic crests, Laurier logos, designs and symbols. This policy is intended to protect and regulate the use of all names and branded property.


2.01 “Branded property” includes the name “Wilfrid Laurier University” and all names, marks, insignia, logos, seals, crest designs or symbols registered, adopted or used by the university. It also includes branded property for schools, campuses and affiliated programs and colleges.

2.02 “Commercial use” includes all use of branded property for financial benefit, including the  use of branded property on all merchandise and licensing.

2.03 “Non-Commercial use” includes all use of branded property for no financial benefit, including affiliations and partnerships, use by not-for-profit organizations for fund raising activities, as well as advertising and endorsements.


3.00 This policy applies to the use of all existing or newly developed branded property that is registered or adopted for use by the university. The policy is to ensure legal protection and consistency in the application and use of branded property for commercial or non-commercial purposes. The policy applies to all faculties, departments, staff, students, contractors, external partners, boards, agencies, associations, suppliers, agents or individuals working for or representing the university.


4.01 Wilfrid Laurier University shall use, develop, and manage branded property that preserves and protects the university’s image in a way that facilitates a consistent, coherent and distinctive image for the university in all its communications and activities. Use of branded property will be in accordance with this policy and established university procedures. There shall be no use of branded property without prior authorization. Any unauthorized use by any person(s), organization or companies is unlawful.

4.02 No use of branded property will be permitted that may negatively impact the image or reputation of the University.

Related Policies, Procedures and Documents

Flowchart for Use of Branded Property: Application Process

Commercial Use

For merchandise and licensing.

Apply in writing to: Director: Retail/Printing Services for approval.

Note: Only authorized external businesses who have entered into a license agreement with Laurier may be used for merchandise.

Non-Commercial Use

For affiliations, partnerships, advertising and endorsements.

Apply in writing to Assistant Vice-President: Communications, Public Affairs and Marketing for approval.

Hawk Logo

For Athletics and Recreation.

Apply in writing to the Director: Athletics and Recreation for approval.


We see you are accessing our website on IE8. We recommend you view in Chrome, Safari, Firefox or IE9+ instead.